This article was written by WeddingWire Education Guru Alan Berg, CSP
In the WeddingWire EDU webinar, “Are You Ready for Engagement Season?,” I posed the question: “Are you doing what you know you should be doing?” With the end of wedding season here, now is the time to reflect on what has been working, and what hasn’t. Often things that haven’t been working are a result of the lack of effort or attention on our part. For instance, we might know we need more reviews, but we haven’t been asking because we’ve been deep in the weeds of wedding season. Or maybe you know that your website needs updating, but you haven’t asked your photographer friends for recent photos. Or maybe you know that you should raise your prices, maybe a little, maybe a lot, but you haven’t given the time and attention to figuring out which prices, and by how much.
If I only had the time…
Fear not, you’re in the majority. There’s an old saying: “When’s the best time to plant a tree? Twenty years ago. When’s the second-best time? Today!” It’s not a matter of having more time. It’s a matter of prioritizing that time (something I wrote about in my second book, “Your Attitude for Success”). Each day we’re given a new twenty-four hours and we get to decide how to use them.
Procrastinators unite… tomorrow!
The key is to not try to do it all, just do something, and do it today. I’ve gotten way more accomplished by having a shorter list than I ever did by having a long one. Some of you may have heard me refer to my lists as my “Today List” and my “To-Do List.” My “Today List” includes the things I can’t avoid on a daily basis, such as replying to inquiries, meeting client deadlines, giving speeches, doing webinars… oh yeah, and eating, sleeping and spending time with my family. My “To-Do List” includes my big-picture goals: writing my fifth book, creating my next prospecting campaign idea, speaking in more countries, etc. None of those can be accomplished in one sitting or even one day. None of them is one step. But if I don’t get a small piece of it done, the task will never get started, no less completed.
Once I complete the three things on my big-picture To-Do List… I make a new list. It’s funny how things that used to seem important, just aren’t anymore. That’s because each time we do something new, we move ourselves to a different place, with a different perspective. I have a way different perspective on altitude after jumping from a perfectly good airplane at 13,500 feet. I have a very different perspective on writing books now, after writing four, than I did before I wrote the first one. I have a very different perspective on learning a new language, after presenting in Spanish in four countries. All of these things once seemed unattainable, too difficult, or just plain crazy. On the other side, after doing them, they seem satisfying and empowering. Every time you push yourself, a little more, you move the bar of what’s possible.
What about failure?
Few movements forward are straight lines or only-upward progress. There will be setbacks. Expect them. Plan for them. But, don’t get paralyzed by them. Seth Godin’s book “The Dip” talks about hitting the difficult trough in the path to success. That’s when most people give up. However, it’s the ones that make it out the other side of the trough who reap the rewards. If you are convinced that a new idea will work, that in itself is half the battle. No one can really motivate you, except you. Yes, others can encourage you, but ultimately you have to take the actions. And for those of us who are solo-preneurs, we often need to be our own cheerleaders.
What I said, versus what you heard
Every so often I’ll have a wedding pro tell me that they’re using an idea from a webinar, or one of my speeches or books, but it’s not working for them. Just this week I had an email from a wedding pro, a consulting client of mine, who said that she’s using all of the tips from my latest book, but they’re not working for her. So, I asked her to send me some emails that she’s been using, to see if I can spot any obvious red-flags. When I read her emails, it was very obvious to me that she was using a few of my tips, while ignoring some of the biggest ones. Her emails were short and fit on one screen of a smartphone. Good. But she wasn’t ending with a question. There was no call to action. There was no excitement to the message. I know that she comes from a corporate background, so it’s tough to break the corporate-speak that she’s been doing for years.
Too close to the project
There was a big difference between what I said, versus what she was doing. To me, it was obvious. Of course, it’s easier for me to see it, because I didn’t write her original emails. And yes, it’s undoubtedly easier for me since I wrote a book on the subject. But she read the book. Either she interpreted what I said differently, or she unconsciously resisted the ideas because it caused too much friction for her. Sometimes we just need an outside opinion, someone who can see it more clearly than we can. We’re the experts in some things. We need to seek out experts to fill in the blanks for us when we’re not.
Are you doing, what you should be doing?
Now is the time to step back and see if you’re doing the things you know you should be doing, but you’re just not, at least not yet. Don’t try to tackle them all, just do something. Prioritize your big-picture to-do list and pick your three goals. Then, break those goals down into smaller pieces that you can do in a day, or less. Can you contact one photographer today and ask for some photos for your storefront and website? Yes. Can you reread the text on one page of your website to make sure it’s up to date? Yes. Can you use the WeddingWire Review Collector Tool to ask for reviews from your recent couples? Yes. Can you update your Featured Review? Yes. Can you reply to the most recent 3 reviews? Yes. See, it’s not so hard… now go do it!
WeddingWire Education Guru Alan Berg, CSP has over 20 years experience in wedding related sales and marketing and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.